Lambrini Cider set to launch
Lambrini Cider, which will have a 4% ABV and be available in three different flavours: Pear & Apple, Forest Fruits and Summer Fruits, is the result of a two-year research programme which identified a gap in the market for a cider targeted at women.
Speaking exclusively to the Publican’s Morning Advertiser, Richard Clark, director of innovation at Halewood International, said: “There is a huge opportnity in the UK cider category. Females like cider, but not all of them are drinking it yet. These variants are not overtly sweet like some ciders, but fruity instead. In terms of the styling they look similar to white, rose and red wine and are targeted at 25-35 year old women.”
Clark added: “We have already spoken to three key pub and bar groups that have female visitors and they are all set to begin with sampling, bar staff education and menu cards to help sales.”
Lambrini Cider will be packaged for the on-trade in 330ml bottles with new bottle shapes and labels to its big sister brand Lambrini.
The launch will be supported by social media from October as well as TV advertising featuring a brand new creative from March 2012.
